Loading...
Publication
O marketing e a publicidade em causas de acção social: uma análise de casos
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.41 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente tese de mestrado tem como objectivo principal entender qual a relação do marketing e da publicidade com causas sociais, e sua importância no alerta da sociedade para este factor.
É necessário fazer uma análise sobre a sociedade e a cidadania, definir alguns conceitos ligados a estas temáticas. Fenómenos como a globalização, a responsabilidade social, a exclusão social e a acção humanitária são bastante importantes para a compreensão de toda esta abordagem às causas sociais, e estão todos interligados.
São explicados conceitos de marketing e publicidade mais técnicos. É também importante perceber o que é a imagem/mensagem, para se aplicar essas noções ao realizar uma análise de alguns anúncios de ONG’s que defendem causas sociais.
The main goal of this Master's thesis is to understand the relationship between marketing and advertising with social causes, and its importance in alerting society to this factor. It is necessary to make an analysis about society and citizenship, to define some concepts related to these themes. Phenomenon such as globalization, social responsibility, social exclusion and humanitarian action are very important for understanding this whole approach to social causes, and they are all interconnected. More technical and marketing concepts are explained. It is also important to realize what the image/message is, to apply these notions when conducting an analysis of some NGO ads that advocate social causes.
The main goal of this Master's thesis is to understand the relationship between marketing and advertising with social causes, and its importance in alerting society to this factor. It is necessary to make an analysis about society and citizenship, to define some concepts related to these themes. Phenomenon such as globalization, social responsibility, social exclusion and humanitarian action are very important for understanding this whole approach to social causes, and they are all interconnected. More technical and marketing concepts are explained. It is also important to realize what the image/message is, to apply these notions when conducting an analysis of some NGO ads that advocate social causes.